June 1, 2016 | Business | by Xavi Beumala

Using Second-Screen Advertising and Content to Get to First Place

For the majority of us, watching television or a movie is no longer a solitary experience. Sitting down to watch a game or the newest episode of our favorite show now means checking online comments or social media to see what other people are saying. It adds context, personalization and another layer of fun to the viewing experience. Instead of reaching for the popcorn, we’re increasingly reaching for our phones or tablets.

So how can advertisers take advantage of this on mobile? Let’s take a look at some successful campaigns from around the world. In Israel, Coca-Cola partnered with Gett, a local taxi app. Coca-Cola ran an ad that would play ultrasonic noises and communicate with a phone that had the Gett app. The user would receive a notification asking them to tap a button to receive their ice-cold Coke! The Gett taxis then delivered two Cokes, a cooler, and a bottle opener. Coca-Cola was able to pair their television advertisement with their mobile efforts to bring more attention to their brand.

Clorox joined up with entertainment app Viggle to provide users a second- screen experience with this week’s premiere of “The Bachelorette.” Users only had to watch a 15-second advertisement that incorporated footage from the show, and then they could play a matchmaking game to gain points on the app, picking which contestants they thought would advance onto the next round. The cleaning company coupled this with traditional advertisements on the show to take advantage of each screen.

According to Director of Customer Success Americas Shuli Lowy, of TVTY/The Moment Making Company, “One of the most important ingredients of a powerful marketing campaign is the ability to drive harmonious omni-channel engagement around a single theme.” Both Clorox and Coca-Cola did this seamlessly, tying both screens together and taking advantage of this relatively new phenomenon in viewing practices.

Of course, you don’t have to be an international corporation to take advantage of second-screen opportunities. Being active on social media or a live blog on your website can be great tools to generate interest during live events. Sports can provide a great avenue for this. Just look at the upcoming European Football Championship. A survey done by RadiumOne shows that two-thirds of viewers watching the games will also be using a connected device at the same time. Of these viewers, 73 percent will be using a smartphone as their second screen, 28 percent of users will be reading online comments, and 20 percent will be searching for keywords related to the games.

If you plan around these events, whether it’s television shows or sporting events, you can create buzz for your website and generate interest that you might not typically get. Make sure you’re planning content for these events, and are ready to capitalize on the buzz. Once you have the content, Marfeel can help make sure your mobile website is ready to impress when people land there, especially during live events, when site speed is even more important. With Marfeel, your site will be a step ahead of the competition, keeping up with what’s going on in the moment.